What is SEO promotion. Basics of SEO promotion of landing pages. What factors do modern SEO optimizers take into account?

You decided that without search engine promotion further development project is impossible. We found a specialist and provided him with access. After a while, you get a hefty list of recommendations for implementation - at the level of site structure, texts and even the most sacred thing - design.

How do you understand that all this is really necessary, and what exactly does an SEO specialist do to optimize your resource?

Regardless of whether you are promoting a website in Russia, Ukraine or the USA, and, accordingly, focusing on Yandex or Google, the promotion process as a whole does not change. Of course, as in other areas, there are no clear restrictions and much depends on the specifics. But there are still about a dozen mandatory stages of work.

Do you want to know about the stages of promotion specifically for your project? We will advise:

1. Analysis of the site, topics and competitors

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Notice boards.
5. Corporate websites.
6. Forums.

When an SEO specialist receives all access to project analytics and webmaster panels(or adds a website there himself), he begins to analyze the products and services of the project, and also gives overall rating website to understand what work needs to be done first.

Exactly on at this stage a project promotion strategy and a detailed work plan are formed.

What exactly does a specialist do?

1. Analyzes the overall visibility of the site not only for high-frequency queries, but also for mid- and low-frequency ones.
2. Conducts an analysis of competitors and market leaders in order to understand what to focus on in a given topic, what is better in competitors’ websites.
3. Analyzes the structure of leading sites in a niche and their link profile.
4. Marks requests for which landing pages need to be created and optimized on the client’s website.
5. Conducts both regular analytics based on search results, and systemic ones, for example, using Serpstat.

Why is all this needed? An SEO specialist determines whether it is necessary to immediately make global changes to the site. For example, change the CMS (content management system), adapt the site for mobile devices, change protocol from http to https etc.

A competent specialist notifies you in advance of the need for global changes in order to clarify with programmers how possible, for example, it is to finalize the current version of the CMS.

This also allows you to clarify the entire budget for website promotion - costs for content, links, and other expenses.

It is better to make global changes in advance, otherwise, after 3-4 months of work on implementing an SEO audit, you will find yourself at a dead end - you will be faced with the fact that it is technically impossible to optimize filters or add new tags or categories.

2. Formation of the primary core of search queries

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

Now you have in your hands a promotion strategy, a work plan, a preliminary analysis of the site and the sites of market leaders. At the new stage, an SEO specialist, using Serpstat, Wordstat and other tools for collecting search queries, collects, clusters into groups, and breaks down the frequency semantic core.

It will be useful for:

• forming the site structure;
• drawing up templates for manually generating and forming meta tags (Title, Description, Keywords), H1, H2 headings;
• writing texts on landing pages;
• creating competent linking;
• external website optimization;
• site visibility analysis.

The semantic core can consist of several hundred search queries (for small business card sites) and several hundred thousand (for online stores).

The process of compiling the core is long and, depending on the size of the site, can take several months. That is why it is divided into sections and categories, so as not to slow down progress and expand the semantic core in parallel with other works.

3. Formation of a broad site structure

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products, except for some projects with a narrow focus.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

Search engines are constantly improving their algorithms and showing the most relevant pages for user queries. If you enter “laptops with backlit keyboards” into a search engine, you will see the pages most relevant to these queries in the first places.

If you want to see your project in these positions, you cannot do without creating a broad site structure. For each group of search queries, you need to create and optimize your own landing page.

At the same time, it is important to remember that it is better to optimize specific product cards for super-low-frequency queries, since they will only interfere with the promotion of important pages, taking away some of their internal static weight.

A query that is entered no more than 5 times a month is considered super low-frequency.

Category pages are created for high-frequency queries, and static filter/filter intersection pages are created for mid- and low-frequency queries.

Where do you get ideas for creating new landing pages?

1. Issue analysis.
2. Competitor analysis.
3. Internal site search.
4. Analysis of product range / range of services.

For large stores with distribution centers in various cities, as well as message boards, marketplaces, and companies with branches, the number of landing pages in the structure is multiplied by the number of cities. It is important that the content of such pages be unique.

This is a long process and large projects new filter pages for specific categories are created even two years after the start of site promotion. But still, the bulk of work to expand the structure of landing pages should be carried out much earlier in order to quickly obtain the desired effect.

4. Formation of a task for internal optimization

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

The specialist corrects errors in internal website optimization, works with landing pages for groups of queries, and removes duplicate pages. To do this, a technical SEO audit of the site is carried out, on the basis of which a task for internal optimization is formed.

The following points must be followed (in order of importance):

1. Setting up automatic generation of Title, Description and H1 headings based on templates for categories, products, filters, filter intersections, pages created for geo queries, etc.
2. Formation of page addresses on the site (bringing them to a human-understandable form).
3. Optimization of filters: creation of rules for the formation of URLs for filters and their intersections, meta tags, visibility of links to filters).
4. Increasing server response speed and site page loading.
5. Removing duplicates using permanent redirects, canonical addresses, noindex follow.
6. Creating an XML sitemap.
7. Setting up multilingualism (if language versions are available).
8. Optimization of pagination pages.
9. Optimization of server response code and page headers.
10. Setting up micro markup for reviews and information on product card pages.

5. Organization of internal linking

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Notice boards.
5. Corporate websites.
6. Forums.

Often the reason for poor website ranking is a problem with filling promoted pages with static weight. What are we talking about?

It is important not only to create landing pages, but also to organize internal linking so that users and the search robot can easily get to other pages. Otherwise they may not appear in the index search engines.

Typically, this problem occurs with pages of optimized filters - the user can get to such pages by selecting a filter, but the search robot does not see it.

Also, at the stage of website promotion, the SEO specialist builds linking of menu categories using developed scripts, where he adds previously collected and clustered queries, transfers static weight from pages with low competition (for example, from product cards, filter intersections) to pages with more high level nesting.

6. Content optimization

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.

The optimizer manually generates unique meta tags (Title, Description, Keywords) and H1 headings based on the “long tail” of search queries for those pages where it is necessary. Also, for promoted pages of the site, texts are generated that include previously collected key queries, naturally, taking into account the current requirements of search engines.

Texts influence both the ranking of pages for high-frequency queries and their display for long-tail queries.

7. Working with a crawl budget

For which projects is this stage relevant:

1. Online stores.
2. Sites of services and products, where it is possible to filter search results and sort them.
3. Notice boards.

A search robot's crawling budget is the number of pages it can crawl on a website at one time.

Often site owners, after reading 1-2 articles on website promotion using filter and tag optimization, create hundreds of pages of useless filters for which there are no requests or very few of them. Moreover, pages of intersections of two filters from one block (for example, two brands), intersections of four or more filters are not closed to the robot. They do not hide pages of various sorts: by price, rating, number of products on the page. These are all gross mistakes.

As a result, the search robot can index only part of the filter pages and leaves the site. Even if you do everything else correctly, this will be the reason why pages will not be included in the index. Moreover, the static weight of category pages will be greatly reduced.

An excellent case for working with filters: “How to save a project and increase organic traffic by 109% in 6 months”.

It is recommended that only experienced specialists work with a crawling budget. Specialists will competently close for indexing “junk pages” created only for the convenience of users, leave only the necessary filters, prohibit robots from crawling “junk pages” and close links to them.

8. Improving site usability

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

Do search engine algorithms take into account behavioral factors— how the user interacts with the site? Yes, take into account.

SEO specialists work on:

• failure to return the user to search results;
• reducing the failure rate;
• increasing the duration of stay on the page.

Website adaptation for mobile devices will significantly increase the visibility of the site in mobile search results, and conversions from mobile devices will also increase. Simplifying navigation reduces bounce rates. Proper design of the “About Us” page will increase the trust of visitors and search engines.

9. External website optimization

For whom is this relevant? For all types of sites in highly competitive topics.

Yes, in a number of topics with low competition you can do without building up external link mass, but mostly external optimization is necessary. The more high-quality thematic sites link to you, the more authoritative you become in the eyes of search engines.

There are many parameters by which you need to build a link profile and select donors. SEO specialists can use permalink exchanges, add natural links from forums, Q/A services, and also directly post through webmasters of sites that do not sell links.

10. Increase conversion from visitors to clients

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.

Conversions are not necessarily sales. This can be either an order for services or a subscription to a newsletter.

In fact, this is a complex stage that requires knowledge of design, usability, email marketing, and even skills in creating quality content.

What does a specialist do first?

1. Corrects order forms.
2. Adds ways to communicate with managers through the site.
3. Changes the colors of page elements.
4. Works with reviews.
5. Sets up triggered personalized mailings.

And this is only a hundredth of the improvements that increase site conversion.

11. Step-by-step page optimization

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Notice boards.
5. Corporate websites.
6. Forums.

Based on the ranking of pages by queries and analysis of traffic by category, SEO specialists constantly work with the site structure, expand it, make changes to texts, meta tags, internal linking, and external link mass of pages. This is a long process.

Everything is complicated by the constant updating of search engine algorithms, and therefore it is often necessary to make changes to the site promotion strategy and constantly improve it for users and search engines.

conclusions

Conventionally, we can distinguish 11 main stages of the work of an SEO specialist:

1. Analysis of the client’s website, topics and competitors. Formation of strategy and work plan. Relevant for all types of sites.
2. Collection and clustering of semantics, formation of the primary core of search queries. Relevant for all types of sites.
3. Creation of a broad site structure. Irrelevant for specific products and narrowly themed services that solve specific goals.
4. Conducting an audit, creating assignments for technical optimization of the site. Relevant for all types of sites.
5. Internal linking, increasing the internal weight of pages important for promotion. Relevant for everyone except small business card sites and specific products.
6. Content optimization. Relevant for all types of sites.
7. Working with a crawl budget. Relevant for online stores, message boards, services where it is possible to filter the results and sort by various parameters.
8. Improving site usability. Relevant for all types of sites.
9. External optimization, working with the link profile. Not relevant for topics with low competition.
10. Increasing the conversion rate from visitors to clients. Relevant for all types of sites, except forums.
11. Step-by-step optimization of pages by sections, categories, implementation of improvements based on data analysis. May not be relevant for small business card sites.

Almost all stages are not applicable to one-page sites.

Of course, there are many nuances that are beyond the scope of this review. For example, correct site transfer

Hello, dear friends!

Judging by yesterday's and today's lessons, this week can be called a “discovery”. After all, today we are talking about what it is. Surely, many of you know very little about SEO, but whatever, I myself only understood the full meaning of this abbreviation a few months ago. And this, by the way, is an integral part of online sales.

Let's start with the definition of SEO:

SEO (Search Engine Optimization) is external and internal website optimization aimed at improving its position in search engines for user queries.

The phrase “search engine promotion” contains enormous commercial potential. If you promote your site to the TOP-3, you will receive a large number of orders (well, at least the maximum for your niche). True, no matter how rosy everything looks, it is very difficult to promote a site to the TOP-3 for tasty queries.

Besides, effective promotion Not for free. Someone will have to spend a lot of money to get at least into the TOP 10. But when the result is achieved, all costs will pay off in one fell swoop. Now let's talk in more detail about the stages of SEO promotion.

Stages of search engine promotion

Search engine promotion can be divided into several stages:

1. . The semantic core is a kind of base, the basis for your website. What does working with the semantic core mean? , based on the topic of your niche. That is, at this stage, interest in your topic on the part of users is assessed and a list of requests is formed for which promotion will take place;
2. . This is a very broad topic that will take a lot of time to study. At this stage, you need to start writing and (articles written according to all SEO rules), do (internal link exchange), check the validity of the site code (how correctly the code is written). We will look at internal optimization in more detail in the following lessons;
3. External optimization. Further you can already from other sites. You pay money (usually not much) to the owner of a site, and he places a link to your site on it. Thus, it is achieved more in the eyes of the search robot, and therefore a position in search results will grow up. In this matter, the main thing is not to overdo it, otherwise you can grab the filter and screw everything up. You can, of course, not purchase, but simply post links on thematic forums and question-answer sites ([email protected]), but this is long and tedious;

Each stage requires special attention to all details, even the smallest. After all, SEO is a complex work.

Promotion methods

To go into more detail about what it is SEO promotion, I want to mention promotion methods. Remember, in the lesson about I talked about white and black methods of promotion. It’s the same in SEO: there are both legal and illegal ones.

Black methods include:

• Creation of a doorway website. This is a small, simple website with two or three pages. Its purpose: to redirect the visitor to the main site. I don’t understand how such sites can help, but they exist. Search engines (SEs) have long learned to recognize them;
• Cloaking. An interesting name, of course. The essence of the method is to show different versions text to search robots and visitors;
• Linkators are programs that allow you to automatic mode exchange links and articles;

PS know how to deal with sites promoted in such ways and do it very simply. So DO NOT use them!!! You can get a filter that is very difficult to get out of.

White methods:

• Unique content (). This phrase means writing unique articles and texts in accordance with all SEO rules, which we will look at very soon. PSs really value sites with unique content and rank them very high in search results;
• High-quality link mass. Recently, attention to links that are bought by sites has become special. Anything that goes wrong means an immediate downgrade of positions. Therefore, purchasing links should be done very carefully;
• Good website usability also affects rankings.

In general, PSs are very fond of sites for people and willingly raise them to the top. For this reason, it is important to improve your website, which is what we will do in the near future.

Surely you have heard about search engine promotion of a website. Even if you are unfamiliar with this formulation, then you know very well that there are search engines (Yandex, Google, Rambler and others) that provide users with lists of sites in response to entered queries (for example, “rent an apartment”, “delivery of lunches to the office” or “hotels in the Moscow region”). Moreover, some sites go to first places in a search engine, and some can be found only by scrolling through a few pages.

Exactly search engine promotion(or, as it is also called, search engine optimization of the site) precisely serves to ensure that your site reaches the best places, i.e. in the TOP. More scientifically speaking, search engine optimization of a website (search engine promotion, website promotion, SEO - SearchEngineOptimization) is set of measures to increase the site’s position in search engine results for pre-selected queries.

Why does your company need SEO optimization?

If in the recent past the Internet was used mainly to search for information, today the situation has changed a lot. The constant increase in the number of Internet users, new technologies (communication with the target audience using a website, online payment systems, the ability to order online, etc.) and many other factors have turned the Internet into a powerful marketing tool and to the sales location at the same time. For example, the boom in online shopping definitely indicates that skillfully used Internet technologies bring stable profits to website owners.

Internet promotion can be effective for ALL companies whose potential audience is looking for similar products or services on the Internet. According to statistics, the number of Internet users is growing every year; today more than a third of Russians already use the Internet. Moreover, this audience is very attractive for business, because it has high solvency. Think about it, thousands, and perhaps tens and hundreds of thousands of people search for your products every day, but find competitors’ products! And all because more efficient competitors have already taken the best places in search engine results. You too can take these “places in the sun” - to do this you need to start search engine optimization of the site.

Why does the site need to be on first places in search engines?

There are several reasons for this. Firstly, top places in search engines can be compared to prestigious areas of the city. Usually, the client gets his first impression of the company even before visiting the organization, having learned where it is located. The more prestigious the area, the more confidence the client has, and accordingly, the greater the chance that he will choose you. The stereotype works: if a company is located in the very center of the city, then this company is thriving. This stereotype works similarly with SEO promotion. Sites that are in the TOP are, as a rule, the most respected sites.

Secondly, a good location attracts a much larger number of visitors. More than 95 (!) percent of users will pay attention to sites located in the first ten positions (TOP-10, i.e. the first search page). If a search engine returns a company’s website on the fourth page and beyond, then less than 2 percent of users will have the patience to scroll to this page.

Therefore, the higher the site is in the TOP, the more traffic it will have. We recommend being in the TOP 5 search results for the most important queries.

Why is it important to choose the right query list?

Of course, search engine optimization is very effective method attracting clients, but with one caveat: it must be done by professionals. And the point here is not so much that inept optimization can cost your site penalties, but that the number of site visitors will increase, but the number of buyers will not. For promotion to give the best results, you need to decide.

Why is not promoting in search engines harmful?

There are situations when the user has already chosen several alternatives for himself and is inclined to contact your company and competing companies for additional information. Then the user searches for sites or contacts of these organizations. In such a situation, few will open the city telephone directory or call help desk to find out information. Most will look for information on the Internet. And if the site is not SEO-optimized, then the user most likely simply will not find information about the company on the Internet! Today's Internet user is extremely spoiled and is not used to spending a lot of time searching. If they don’t find you, they will turn to competitors, the search for information about which will be easier and faster. Agree, it is very unpleasant to lose clients who already wanted to contact you, but simply could not do so.

SEO (search engine optimization), or search engine optimization, is an effort to improve landing page positions for certain queries. Simply put, these are methods that allow you to achieve more visitors (traffic) from search engines in order to increase the profitability of your business. There are many techniques with which you can promote your page on the Internet. This article will discuss only the basic concepts of SEO promotion.

How do search engines work?

Any search engine evaluates many parameters when determining relevance (i.e., the degree to which it matches the query entered by the user).

Modern search engines are able to conduct a detailed semantic analysis of content, determine the density of keywords in order to weed out sites that are difficult to understand. Therefore you need to be careful here. At optimal frequency, the number of keywords is 5-6% of the total text. Actually, “nausea”, or excessive density of key expressions, is one of the biggest problems search engine optimization resource texts. The indicator of nausea (classical, academic) can be determined through many free services- for example, Advego.

Novice optimizers can use free tools from Yandex and Google - Wordstat and Adwords. Here you should stick to the golden mean. High-frequency keywords mean increased traffic along with high competition, but at the same time, rarely searched phrases are unlikely to bring many people to you. Therefore optimal choice are mid-frequency key expressions.

Mid-frequency requests for the combination of “underfloor heating”. The frame highlights similar high-frequency queries “warm floor”, “electric floor”, “water floor” - it is better not to promote them

By and large, the main keyword of a landing page is its title. It is he who makes it clear to both users and search robots what kind of information is presented on the landing page. Speaking of the title, it is important to make it as specific as possible - after all. If you don't offer a revolutionary product, you probably have a lot of competitors. Therefore, a vague title lowers your chances of ranking TOP online. Be specific - for example, instead of “We sell used cars,” you can write “We know everything about how to safely buy a used car in Izhevsk.”

If you want to quickly optimize your landing page, you can use the search bar - before pressing “Enter”, the system will offer the most popular query options:

But still, statistical tools are more reliable, because the results of modern search engines. An important rule is to use keywords in headings at all levels. This will help with indexing.

Let's return to the occurrences of expressions and the text of landing pages. Remember the main rule - if there are too many keywords, this is a problem that will affect search rankings. If there are few of them or none at all, the situation is similar. Look for a middle ground.

IC/TIC

This abbreviation comes from the world of science. The weight of a certain work - article, monograph, study - is determined by the number of references to the name of the scientist and the work itself in authoritative sources. Again, the links of the important thematic publication and entertainment brochure have different weight. Search engines have also integrated a similar principle.

Citation Index (CI)— an indicator based on the level of trust (trust) of sites linking to the resource. This is the oldest parameter considered by search engines, although it still plays an important role in optimization. It is also important that the referring resource belongs to the topic of the promoted business.

Agree, it’s strange when an online homemade soap store promotes an ornithology blog. The degree of trust along with relevance is measured by the level thematic citation index (TIC), thanks to which the “authority” of sites is formed, taking into account the quality of links from other resources.

In Yandex, the indicator is called the “weight” of the link. To calculate it, a specialized algorithm is used, which is constantly being improved. If you want to add weight to your landing pages, it is important to understand: although the links slightly determine the TIC, it itself is formed from a certain total value of the weights of the links. The proximity in subject matter of the page and the resources linking to it is also very important.

Content

Content is everything to us. Literally. Everything that you offer the user, you want to tell him or show him. One of the main roles here, of course, is played by the text. This includes all text material of the resource: title, subtitle, block with advantages, company history, customer reviews, and so on.

Take this aspect seriously: create a competent, interesting content interspersed with relevant keywords. It is important to come up with a catchy, attention-grabbing headline containing, again, key phrases. Landing page design is also very important. The user should be able to skim through it, isolating the most important things from subheadings, lists, paragraphs, tables and other things. The information should be easy to read—few people will be able to read a “sheet” of text on the entire screen, almost without paragraphs or any illustrations. But at the same time, a design oversaturated with images and headings is not always the best solution:

The uniqueness of the content, which is also an integral attribute of the selling page, deserves a separate discussion. Simply copying competitors' landing pages will only bring losses - systems easily recognize plagiarism, so there is a risk of ending up at the very bottom of the search results. It is clear that such SEO promotion is extremely ineffective. Rewriting, that is, rewriting other people’s materials in other words, is a good solution for the first time, but it’s still better to invest in .

There is also the concept of “user-generated” content: reviews, reviews, recommendations, reviews. The main thing is that they are not fictitious - only in this case will you gain the trust of your audience on the Internet.

Meta tags

Meta tags are HTML elements designed to provide structured data about a web page. Meta tags perform a number of functions, such as:

• determining the authorship of the page, the number of updates, its address;
• title indexing;
• displaying page content.

Speaking about SEO optimization, special attention should be paid to the following tags: